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Bord Bia & Aoibhín Garrihy team up to promote Irish whitefish

New campaign highlights quality and versatility of Irish whitefish this September

Date: 14/09/2021

As Ireland’s seafood industry continues to face challenges in the wake of Covid-19, Bord Bia has teamed up actress and presenter Aoibhín Garrihy to launch a new campaign to encourage consumers to buy and eat more locally caught more Irish whitefish.


Although the whitefish market was significantly challenged by Covid-19, the Irish market was a lifeline for fishermen and producers as retail sales benefited from increased seafood consumption*. Bord Bia is calling on consumers to continue to embrace Irish whitefish and try something different with locally caught hake, haddock and whiting this September.

As part of the campaign, Bord Bia has partnered with actress, presenter and Doolin dweller, Aoibhín Garrihy to promote the many benefits of eating Irish whitefish. Aoibhín, whose family has long been involved in the Irish fishing industry, travelled to Howth, Co. Dublin to meet with Tadgh O’Meara, owner of Kish Fish, one of Ireland’s leading seafood suppliers, to learn about what makes Ireland’s coastline so plentiful in quality whitefish.



Speaking about her participation in the campaign, Aoibhín commented, “As the last 18 months has given me a renewed appreciation for all that our wonderful coastline has to offer, I’m delighted to work with Bord Bia to discover what makes Irish whitefish like hake, haddock and whiting such a high-quality and nutritious ingredient. It was really interesting to learn that Ireland’s unique position on the west coast of Europe means it enjoys some of the richest fishing grounds in the world and it’s clear that Irish fishermen and fishmongers work incredibly hard to ensure consumers have access to the freshest whitefish. During this process I’ve seen that there are so many different ways to cook with whitefish and I can’t wait to try some new recipes in the kitchen this autumn!”


Bord Bia Brand Manager Hylda Adams explains the backdrop to the campaign: “Although whitefish exports for 2020 fell by 8% compared to 2019, it was really encouraging to see the Irish public continue to support the sector through domestic consumption. During this campaign we’re calling on the public to get cooking with Irish whitefish and try it in a new dish. Bord Bia’s Thinking House found that since September 2020 there was a steady increase in people eating whitefish at home at least once a week. We hope to see that trend continue, as more consumers become inspired to try out our range of recipe ideas and add Irish whitefish to their diets.”


Packed with protein and low in fat, Irish hake, haddock and whiting is quick and easy to prepare, making it an essential part of a balanced diet. From hake, broccoli & cheddar cheese bake to whiting with a herb crust, Bord Bia has a suite of delicious whitefish recipes on BordBia.ie that are perfect for those who want to cook simple yet nutritious meals or a showstopping main when entertaining family and friends. Log on to BordBia.ie/Fish or search ‘Bord Bia Fish Recipes’ to discover recipe inspiration.

Notes to Editor

All trade statistics and information is available from Bord Bia Performance & Prospects Report 2020, here